What causes some marketing campaigns to go spectacularly wrong? Why might new product launches, publicity stunts or rebranding exercises be doomed to failure? How can you prevent a social media backlash spiralling out of control? When should you apologise, cut your losses, make a U-turn? Great Brand Blunders takes an informed and at times acerbic look at the worst marketing and social media disasters of all time - and treats them as an amazing learning opportunity. The first book for several years to examine brand failures - and the first with a special focus on social media - Great Brand Blunders offers a mix of entertaining commentary and authoritative advice, and features several first-hand interviews with those involved. A fascinating roll-call of over 150 A-list brands in sticky situations, the book will be required reading not only for professional marketers, academics and students, but for anyone interested in the gritty stories and testing challenges that lie behind the polished brand images marketers hope to present to the public. From awful advertising to ridiculous brand extensions, via misguided sales promotions and ill-conceived social media activity, Great Brand Blunders pulls no punches, putting rash decisions under the microscope and offering advice on how to avoid landing in the same foul mess yourself.
Rezensionen / Stimmen
If you're an under-pressure, deadline looming, sales-pursuing brand or marketing manager, you simply must read this book * Marketing Magazine * "Rob Gray has done us a service. This book is long overdue. For too long our craft has tried to hide its mistakes: you will be amazed and yes, even amused by just how dumb some campaigns have been. Great Brand Blunders allows us to learn lessons from the unspoken f-word: failure" Richard Linning, Former President, IPRA
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Editions-Typ
ISBN-13
978-1-78059-230-5 (9781780592305)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Rob Gray has written about marketing and brands for over two decades. He is a longstanding, regular contributor to the Chartered Institute of Marketing's magazine The Marketer, and since 2000 Rob has worked in a freelance capacity as head of editorial content at the International Public Relations Association, where he is responsible for commissioning and editing the highly respected IPRA Thought Leadership series of essays. His insightful journalism on brands, marketing and communications has appeared in a wide variety of publications, from leading newspapers such as The Financial Times and The Guardian through to business titles including Marketing, Campaign, Broadcast, PR Week, HR Magazine, The Grocer and Management Today. He also works as a copywriter and marketing consultant. You can follow him on Twitter @RobGrayWriter.
